Product Marketing · Case Study
As a PMM, here is my recommendation for positioning an emerging video game console.
An independent case study on Panic's Playdate console.
View the real product ↗2
Core audiences identified
2
Growth recommendations
Welcome to Playdate
What is it?
The Playdate is a mini video game console that features a black and white screen, a small crank on the side, and revolving suite of uniquely designed games. Its like a classic gameboy with an e-reader screen, but something totally new at the same time.
Who is it for?
There are 2 main audiences. The first is established gamers who want a casual, low pressure console to play just for fun in their freetime. The second audience are developers who want to either learn about making games, or get their game to a wider audience.
Who is it not for?
It's not for gamers who want to use it as their primary console. It's a premium console that is best for short play sessions.
Current marketing & what's working well
The website
The website is very well-designed, fun, interactive, and useful for understanding the different aspects of the developer company Panic. When you visit the website, the product "just makes sense."
Branding
The branding, from the colors, to the design of the console, to in person activations are all excelent. They convey the playful tone while still being upfront about what the product is. A gaming console made just for fun, for players who want to try something new.
My PMM recommendations
Education vertical growth
The current education vertical is a fantastic idea. I would put more resources into this area by introducing 2 specific things:
- Launch a college ambassador program - these ambassadors can pitch directly to perspective professors and students to advocate to add the consoles into their programming courses cirriculumn. This would allow to Panic to further productize the education program and set minimum purchase numbers.
- Host & Sponsor Hackathons on college campuses - This would give students a fun way to try the consoles and use word of mouth marketing to grow the brand. It helps further develop programmers who are interested in making games for the system while giving more opportunities for media coverage and case studies.
Mirror app expansion
The Mirror app is great addition to the Playdate family. There's an opportunity to expand it further by making it a stand-alone product.
- Positioning the Mirror app as a separate platform - Introduce a monthly subscription model that mirrors the current one, but also allow for one-time purchases for games as gamers are very sensitive to subscription models now. Position it as your cozy, break time gaming treat.
- Why this helps market the brand - Most gamers now play games on multiple platforms especially with the recent push for streaming. Creating this platform allows perspective gamers to buy in at a low-stakes price. One that is much cheaper than competitors. Panic can continue growing it by adding their other popular games that aren't on the Playdate, as well.
The full deck
